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Below is a transcript of the Chatbot Marketing Training Course by Customers.ai and Isaac Rudansky, of Adventure Media. Get the full course here and become a messenger marketing master.
Howdy chatbot fans and welcome back.
In this lecture, we’re going to jump back into Facebook Ads Manager.
I’m going to quickly show you how I would duplicate some ad sets, so I could test out some different audiences.
So let’s go back into Facebook Ads Manager.
And here we are at the ad set level for this one campaign that we have running or this one campaign that we just created.
If you remember I added alcoholic beverages as an interest into this audience.
So I’m going to go ahead and edit this audience. And I’m going to label it as such, ‘Interest in alcoholic bev’s’, okay? That would just help me remember exactly what I’m testing over here.
So I want to duplicate it and do the same thing for females, okay?
I want to see how females perform in this audience.
So I’m going to just have this ad set selected and just simply click duplicate, and I’m going to have a couple different options, I could choose to have my ads show in Instagram stories.
If I want to do that, why not? We could see how it performs.
And I’m going to duplicate it. And I’m going to keep this default selection selected to duplicate this in the original campaign — in the campaign that we’re in right now.
And I could also choose to copy a specific number of ad sets. And I could also choose to copy this a specific number of times.
For now, I’m just going to copy it once because I only want to change one setting.
I’ll duplicate that ad set. And now it’s called copy.
I’m going to edit that name and label this women. And it’s also going to be 35-plus.
So I’m going to scroll down in the audiences and just switch this toggle to women.
Everything else stays the same, and publish, okay?
And that’s how it — that’s how easy it is to edit an ad set.
Now I’m able to give a separate budget, I can give us a bid cap, I can do different things now.
I could sort of push different — push and pull different level — levers based on my demographic segments, which is exactly what I want to do.
So I’m going to close out this window and I’m going to back to this one campaign that I’m interested in looking at.
And I should see two ad sets, okay? Women, 35 plus, US, interest in alcoholic beverages.
And now, I think I want to duplicate these ad sets and try a different interest setting. And I also want to segment it out by men and women.
So I’m going to select both, duplicate them in the original campaign, one copy of each, and click duplicate.
I don’t exactly know what my new audience segment is going to be, but I’m going to scroll down and we’re going to see how this could work.
What’s cool about doing it this way is I can now edit the audience for both of these ad sets at once.
If you see that I can’t easily change men and women because that’s a mixed state, because I have — that’s what’s different between the two ad sets. But everything else, I could change.
So I’m going to leave it 35 to 65, I’m going to remove alcoholic beverages from the targeting. And I’m going to ask Facebook for some suggestions.
I’m going to ask Facebook to help me browse some different suggestions, so I see demographics, interests, behaviors.
The previous one was an interest in alcoholic beverage. And we could check demographics for, let’s say, education.
What we found in our business, and this is something which is true, this is actual data, this is not just conjectures, it’s important, that there’s way too many permutations, there’s way too many potential Facebook options to start making your best guesses.
We know from research that 85% to 90% of ResetIV customers have at least a college degree, its many businessmen and businesswomen, higher income bracket, bachelorette at bachelor parties, that’s what the customers are.
So I want to go into education and look at undergrad years.
No, I don’t like this, schools? I don’t want to have to pick specific schools.
There used to be — education level up here, okay?
And by the way, Facebook is changing this stuff all the time. It would not surprise me.
We’re going to select a couple of these and we might get a warning that some of these are getting sunsetted.
So we’re going to do college grad, and you know what I’m going to do, I’m going to do master’s degree, I’m going to take off college grad.
And we’re going to keep it a little bit more narrow. There’s a college grad, doesn’t really segment us out as much as we’d like to.
So 51 million, maybe, okay? I think a master’s degree would be a good idea to target in these two ad sets.
So let’s say — I’m going to remove this one, and we’ll do — this one will have a master’s degree.
I’m going to publish, okay? I’m going to change the names shortly.
I could have changed the name before I published, I can still change the name up here. But it’s not a big deal to do it once it be published. And close out this window as well.
I just need to edit the name. Here we are, edit.
I could just hover over the pencil icon to change the name. And we’re going to call this master’s degree.
Publish, edit and call this master’s degree as well.
And if I was doing this again, I probably duplicate this another two times and instead of master’s degree, have it run as, let’s say, a doctor’s degree.
Because we do get a lot of doctors. And it made me do one, an income bracket and things like that.
But I also like for this business, at least, segmenting out by men and women.
So now I have a bunch of different ad sets that are active in this campaign.
I have one, two, three, four different ad sets.
If you go into any of these ad sets, you’ll see that one ad — will double check to make sure that JSON code is still there and it’s still proper.
Yep, it’s all there. There we go, we have a great ad.
We have some great copy. And again, we could — depending on the budget, we can go further.
And in each one of these four ad groups, we could have, let’s say, three different ads or four different ads, twelve or sixteen different ads.
And those two, three different ads inside the campaigns are the three, four ads could be running different copy. They could be running different images; the sky is the limit.
The main thing to keep — be concerned about when it gets down to a/b testing — and a/b testing could really be a whole separate course, is just make sure you’re not spreading your budget too thin.
Because the whole point of a/b testing is getting actually statistically relevant and valid data about which variation is a better performer.
You can’t get that data if you’re spreading a budget too thin between too many variables.
So if you’re spending $100 a day, run 2 ad sets with two different ads into each ad set, okay? That’s a plenty of a/b testing you have going for you with $100 day.
Right now, we have four out sets with all the same ad. I think that’s also good. Maybe I would add one additional ad, may be test the image, or test the headline copy or something like that.
But this is definitely a good place to launch.
It will definitely be getting some excellent data by doing it this way.
And most importantly, getting that click and then getting the people into this extraordinarily exciting funnel through Customers.ai’s chatbot that we built.
So that’s really building the Facebook campaign.
So we’re essentially ready to turn this campaign on and watch our click-through rates skyrocket, our conversion rates skyrocket, watch the amount of leads that we get for the lowest CPAs we’ve ever seen.
I know that’s going to happen because we’re running these campaigns for a lot of our clients. And it’s really awesome stuff.